Korean Journal of Human Ecology (한국생활과학회지)
- Volume 15 Issue 3
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- Pages.491-499
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- 2006
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- 1226-0851(pISSN)
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- 2234-3768(eISSN)
Estimating Effects of Attributes on Choice of Pizza Restaurants by Purchase Frequency
구매빈도별 피자전문점 선택에 미치는 속성의 영향 평가
- Kang, Jong-Heon (Cooking Science, Sunchon National University) ;
- Jeong, In-Suk (Cooking Science, Sunchon National University)
- Published : 2006.06.30
Abstract
The purpose of this study is to measure the pizza purchasing behavioral characteristics of respondents and importances of factors affecting pizza purchase, to estimate the effects of attributes on choice of pizza restaurant, and to predict probability of selecting a particular pizza restaurant. The questionnaire consisted of two parts: The paired experimental profiles, purchasing behavior and importances of factors affecting pizza purchase. This study generated profiles of 16 hypothetical pizza restaurants based on seven attributes. The profiles comprised 16 discrete sets of variables, each of which had two levels. For this study, researcher randomly selected 150 university students as respondents. Twenty one students did not complete the survey instrument, resulting in a final sample size of 129. All estimations were carried out using frequencies,